The “Great” Facebook Blackout

December 15, 2008, over a million members of Facebook.com planned to stop using the website for a day.  It seemed many users were unhappy with the new layout, account deletions, and interaction limitations of the network. They believed that by staging a blackout, Facebook management would listen. It didn’t work.

There are more than 40 million users in the United States alone. The Blackout folks didn’t even register a hiccup. In fact, Alexa.com did not show a sudden drop in pages views on December 15, or a sudden increase in page views on December 16.

The core generation using  Facebook understands that the masses can move the direction of a company.  They understand that the customer (in this case a Facebook user) can control and guide the brand.  The problem here seems to be that the users think they “own” the brand that Facebook has developed. It’s a subtle, but important difference for both Facebook management and its users to consider.

We understand that Facebook management wants to build a website that attracts the masses, build user stickiness, and tastefully monetize the website through advertising.  Management’s goal is likely to make money for investors (0r at least cover the cost of operating the service.)  We also understand that users just want to interact with each others using the website and tolerate the advertising in exchange for free user of the tools.

Facebook management does seem to listen to requests and input from users, but I doubt the Blackout garnered much of their attention. Although, if the Blackout participants had numbered 10 or 20 million it might have raised an eyebrow or two. Facebook, like many Web 2.0 services, is designed for “the many” and not “the few.”  It’s a very small number who are complaining about the changes Facebook management is making.

I suspect “the few” just don’t like any change in their lives.

Yet, in our online and offline worlds, change in our lives is the only thing on which we can depend. So, you (Facebook user or not) really have just three choices:

1.  Drive change
2.  Accept change
3.  Freeze from fear of change

What will you chose in 2009? I hope you don’t choose the third option.

Happy New Year!